What is rebranding?
Rebranding is more than just a new design. It is a targeted process in which a brand’s appearance and identity are redesigned. The goal is to meet market demands and prepare the company for future challenges. Rebranding can involve a complete overhaul of the brand. This includes a new logo, a revised corporate design, and a renewed positioning. In doing so, the brand is adapted not only visually but also in terms of content—with the aim of optimizing the brand image. A successful rebranding has the potential to appeal to the target audience in new ways and modernize the brand presence. This can sustainably strengthen the brand image and improve brand perception.
When is a rebranding of your corporate identity necessary?
There are many reasons why companies consider a rebranding. Often it is the result of a realignment following a merger or acquisition. Even when goals or positioning change, a fresh brand appearance may become necessary. Another trigger is changes in the market environment — for example, new customer needs or a shift in the target audience. If the existing brand appearance no longer fits the company or the current market situation, it is time for a rebrand. It offers the chance to modernize the brand, clearly differentiate from competitors, and redefine the brand identity. Especially in times of digitalization and dynamic markets, it is important that the brand remains current and attractive.
How rebranding can increase brand awareness
A professional rebranding makes brands not only more modern but also more visible. A fresh look draws attention—especially when combined with a well-thought-out launch strategy. New colors, a memorable logo, or a clear tone help the brand stay in—or return to—people’s minds. Targeted PR and social media measures, along with SEO, can significantly increase brand awareness.
Especially among younger audiences or on digital channels, a well-executed rebranding can become a real boost in reach.
Internal and external communication during rebranding
A successful rebranding doesn’t start with the logo — it starts with the people. Employees must be brought along and involved in the process from the outset. Only when there is internal clarity can external communication be credible and consistent.
Externally, a well-planned communications strategy is needed: When and how will the new visual identity be launched? Which channels will be used? Who will carry the messages? A clear storyline, consistent language, and bold visibility ensure the new branding doesn't fizzle out but makes an impact.
Strategy for a successful rebranding
The success of a rebrand depends largely on a well-considered brand strategy. This should include a clear positioning, defined brand values, and coherent brand messaging. It is important that all measures are aligned with the company's long-term objectives.
The brand must be aligned with the needs of the target audience. This applies to the brand image as well as the brand's presence and design. Everything should be tailored to the target audience's expectations and desires. Thorough market research and analysis of the current brand perception provide the foundation for this. Only in this way can a rebranding be implemented in a focused and effective manner.
An important part of the strategy is a revised corporate design. This includes a new color palette, a modern logo, and a clear corporate identity. These elements must be reflected consistently across all brand communications and marketing activities.
Valentina v. Cramm
Managing Partner Hamburg
The Rebranding Process: Step by Step to Success
A rebranding is carried out in several interlocking steps to ensure the desired success:
1. Analysis:
First, the current brand presence is analyzed. This includes examining brand perception and considering the target audience to identify weaknesses and challenges.
2. Strategy:
Based on the analysis, a branding strategy is developed. It defines how the brand identity and brand presence should look going forward. The brand's positioning is also redefined in the process.
3. Design:
In the next step, the corporate design, including the logo, color palette and fonts, will be redesigned. The aim here is to visually shape the brand so that it aligns with the goals and the target audience.
4. Implementation:
Once the designs and measures have been finalized, implementation begins. The brand presence is rolled out across all channels, from the website to social media platforms.
5. Evaluation:
After implementation, the rebranding is continuously reviewed and, if necessary, adjusted. Feedback from the target audience and the market’s reactions play a decisive role in this.
Rebranding Checklist: All the essentials at a glance
01Analysis of the current brand perception
02Definition of brand values and brand messages
threeTarget audience analysis and market research
04Redesign of the corporate design
05Brand positioning in the market
06Revision of the logo and color palette
sevenConsistent implementation across all channels
08Evaluation and optimization after the go-live
Rebranding FAQ
What exactly is rebranding?
Rebranding is the targeted realignment of a brand — visually, strategically and communicatively — to adapt it to changed market conditions or corporate objectives.
How long does a rebranding process take?
The timeframe for a rebranding varies depending on the scope and complexity of the project. As a rule, the process can take anywhere from a few weeks to several months.
How can you tell that a rebranding is necessary?
A rebranding is appropriate when the current brand image no longer aligns with the company's goals or the market's demands.
What is the difference between a rebranding and a redesign?
A redesign usually affects only the visual appearance (logo, colors, design). A rebranding goes further — it also encompasses positioning, values, and messaging.
How do I communicate a rebranding externally?
With an introductory campaign, a clear storyline, a consistent design and bold communication across all relevant channels.
